Cleo vs Self
Cleo vs Self, compared side by side on 19 data points: what each one does, how big it is, what it has raised, the tech running each site, and what users report. We score both out of 100 on traction, team and visibility: Cleo is on 57/100 and Self on 68/100.
Where each one leads
Cleo
- funding raised: $178M against $125M
- LinkedIn following: 67,712 against 40,236
Self
- our overall score: 68/100 against 57/100
- agent readiness: 48/100 against 41/100
- headcount: 912 against 656
At a glance
| Measure | Cleo | Self |
|---|---|---|
| What it is | AI financial assistant for younger generations to manage money with personality. | Fintech company providing credit-building tools for individuals with limited or no credit history. |
| Category | Fintech, Consumer App, AI Chatbot, Conversational AI | Fintech, Credit Building, Personal Finance, SaaS |
| Sells toBusiness model | B2C | B2C |
| Offering | Software | platform | Software |
| Founded | 2016 | 2015 |
| Headquarters | London, United Kingdom | Austin, United States |
| Status | Active | Active |
Size, funding and growth
| Measure | Cleo | Self |
|---|---|---|
| Employees | 656 | 912 |
| Headcount growthLast 12 months | Not published | -18.5% |
| Total funding | $178M | $125M |
| Latest round | Convertible Note | Series E |
| LinkedIn followers | 67,712 | 40,236 |
StartupHub scores
Our own 0-100 ratings. They measure company strength and site quality, not which product suits you.
| Measure | Cleo | Self |
|---|---|---|
| StartupHub scoreOur 0-100 rating | 57/100 | 68/100 |
| Traction | 60/100 | 60/100 |
| Team | 60/100 | 70/100 |
| Community | 8/100 | Not published |
| Search visibility | 37/100 | 32/100 |
| Quality | 58/100 | 78/100 |
| Agent readinessHow well an AI agent can read and act on the site | D (41/100) | D (48/100) |
| Domain ratingLink authority, 0-100 | 71/100 | 75/100 |
Technology
Detected on each public site, so it reflects the marketing stack as well as the product.
| Measure | Cleo | Self |
|---|---|---|
| Hosting | Not detected | AWS |
| CDN | Cloudflare | CloudFront |
| Frameworks | Not detected | Next.js, Graphql |
Cleo vs Self: common questions
Which is better, Cleo or Self?
On our 0-100 score Self rates higher (68/100 against 57/100). The score weights traction, team, visibility and profile completeness, so it reflects company strength rather than which product suits you. We compare the two on 19 data points above: read the rows that match what you are buying for.
How do Cleo and Self compare on the numbers?
Cleo leads on funding raised ($178M against $125M), LinkedIn following (67,712 against 40,236). Self leads on our overall score (68/100 against 57/100), agent readiness (48/100 against 41/100), headcount (912 against 656).
Read the full Cleo review and pricing or the Self review and pricing. You can also browse other Cleo alternatives we track.